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Building a brand that parents can count on.
GOMO has relied on competitive prices and strong Amazon reviews to sell our ride-on toys online. Selling through Amazon has been profitable, but has come at the expense of building brand loyalty and making sales through our own site.
GOMO would like to change that, but our website is hard to find, hard to navigate, and does not speak to user core needs.
HIGHER CONVERSION RATES START WITH HAPPY CUSTOMERS
THE CHALLENGE
Gomo has had great success selling through third party retailers like Amazon, but weak traffic and sales through our own website is losing us money and the opportunity to grow brand loyalty.
To win over skeptical customers and convert more sales on their website, GOMO needs:
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A new e-commerce website that is designed for the ways users shop for kids ride-ons
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A brand overhaul to legitimize GOMO and convince parents that GOMO cares about their child as much as we do
RESULTS
Working with a UX/UI designer, we developed a responsive ecommerce website that earns users’ trust by providing a reliable, sincere, and supportive experience.
USER INTERVIEWS SHOW THAT
PARENTS WANT TO SUPPORT A BRAND THAT SUPPORTS THEM
When the GOMO brand was originally conceived, it was built without formal user research. This led to nostalgia and exercise being misidentified as core user needs. By asking five GOMO customers about their experience shopping for ride-ons online we reassessed the brand and learned that what users really need is a partner that they can rely on and trust.
Each parent we spoke to, talked about how much they rely on their network of friends and family for advice and support. Similarly, the brands cited as most beloved were the ones that made their lives easier by going the extra mile.
COMPETITIVE RESEARCH
GOMO NEEDS TO SHOW THAT WE ARE REPUTABLE AND RELIABLE
Research showed that GOMO’s main competitors earn user trust by focusing on quality and reliability. This priority is evident in their site copy, using words like “deluxe” and “premium”, and in their visual design where smiling families tell the aspirational story of a happy childhood.
In structuring their interface and information architecture, all three ecommerce websites use similar patterns. Notably, they organize the shop by both age and product. By doing this, they cater to both users who are searching for a specific item and those more interested in browsing.
